E L E C T RO N I C S

October 2007

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EL E C T RO N I C S
October 2007

Indian Electronics Industry - Highlights

Industry size US$ 25 billion - Ranked 26th in the world in sales, 29th in production Growing at over 25 % CAGR - expected to reach US$ 158 billion by 2015 Low penetration levels The industry is one of the fastest growing in India, driven by growth in key sectors such as IT, Consumer Electronics and Telecom

EL E C T RO N I C S
October 2007

Low penetration levels of user industries indicate potential for continued growth in the sector
The demand for electronics is expected to be fuelled by the growth of - Telecommunications (250 million subscribers by 2007) - PCs and notebooks (5 million every year) - Broadband connectivity reaching rural areas (600,000 knowledge centers by 2007)
Steady and Sustained growth
Year 2006-07 2000-01 0 5 6.0 10 15 20 25 30 25.0 CAGR 26%

US$ billion

Source: www.mit.gov.in

Low penetration across segments and user industries

White goods Refregirator PC CTV Cars 0 50.2 50 100 150 200 250 300 350 0.8 213 161 319

per 1000 households

Source: Marketing White book 2005, NCAER

EL E C T RO N I C S
October 2007

Exports have also been posting strong growth across segments

Electronic exports have seen a healthy CAGR of 15% over the period 2000-06 Electronic components contributed the major share to exports at nearly 40% A key factor driving exports has been the increasing trend of contract manufacturing
Electronic Exports 2000-06
2005-06

2004-05

2003-04

2002-03

2001-02

2000-01

500

1000 1500

2000 2500

3000 3500

4000

INR Crores

n Electronic Components n Communication and Broadcasting Equipments n Computers n Industrial Electronics n Consumer Electronics

Source: www.elcina.com. Indian Electronics industry overview.

EL E C T RO N I C S
October 2007

Several MNCs have been looking at setting up contract manufacturing facilities in India
175,000-square-foot facility located in Ranjangaon, near Pune, in the state of Maharashtra Printed circuit board, enclosure integration and distribution and repair services with in-region design services support To serve the consumer, instrumentation, networking, peripherals and telecommunications industries

EL E C T RO N I C S
October 2007

Several MNCs have been looking at setting up contract manufacturing facilities in India
Acquired three design-centric companies Hughes Software Systems, DeccaNet and FutureSoft and consolidated the software companies into a new subsidiary based in India Higher-value, higher-margin design services for cell phone and telecom/networking software Nokia and Alcatel are among the existing customers Also maintains an ongoing investment in Celetronix, one of the largest electronics equipment manufacturers in India

EL E C T RO N I C S
October 2007

Several MNCs have been looking at setting up contract manufacturing facilities in India
Manufactures 4 to 6 million handsets per year, fast measuring up to its client Nokias plant in China that manufactures 35 million handsets per year Indian players such as TVS Electronics and D-Link are also established in this domain

EL E C T RO N I C S
October 2007

The Government has played a supporting role in enabling the industry to realise the potential
Key policy initiatives include: Customs duty on ITA-1 items (217 items) has been abolished from March 2005 Excise duty on computers has been removed. Microprocessors, Hard Disc Drives, Floppy Disc Drives and CD ROM Drives exempt from excise duty 100 % foreign equity participation is permissible Robust IP act to facilitate innovation, growth as well as development in the sector As a result of market forces and policy support, all segments of the industry have been growing

Source: KPMG Research

EL E C T RO N I C S
October 2007

Overall, the sector presents attractive opportunities for investment and growth
HIGH MEDIUM LOW Threat of New Entrants Many MNCs are already present and well established Requires investment in localisation, distribution reach High growth potential could attract new entrants

EL E C T RO N I C S
October 2007

Overall, the sector presents attractive opportunities for investment and growth
Supplier Power Adequate supplier base Most suppliers are small in scale and size as compared to manufacturers Competitive Rivalry Well established, strong players Brand, cost and distribution are key differentiators Ample opportunities for growth

EL E C T RO N I C S
October 2007

The sector is competitive and investors need to have the right approach and focus to succeed
Customer Power Wide choice of products Well informed, increasingly demanding customers Low penetration levels, large untapped market Threat of Substitutes No substitutes currently for products in the sector

Source: KPMG Research

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October 2007

Consumer Electronics sector is the key segment driving growth

Consumer Electronics, Components and Computer Hardware appear the most attractive segments for investment, in terms of size and growth
Size: 2006-07,

7% 4% 10%

13%

39% 27%

US$ billions

n Consumer Electronics - 7.5 n Communication & Broadcasting - 2.0 n Industrial Electronics - 1.4

n Electronics Components - 5.2 n Strategic Components - 0.7 n Computer Hardware - 2.4

Source: www.elcina.com, Indian Electronics industry overview.

EL E C T RO N I C S
October 2007

Consumer Electronics sector is the key segment driving growth

CAGR: 2000-07
Computer Hardware Consumer Electronics Electronic Components Communication & Broadcasting Strategic Components Industrial Electronics 0% 5% 5% 10% 15% 20% 25% 8% 11% 15% 20% 18%

Source: www.elcina.com. Indian Electronics industry overview.

EL E C T RO N I C S
October 2007

Attractive States for Investments

Andhra Pradesh and Punjab appear attractive locations for the sector, based on the following factors
Key Parameters Attractiveness of factor conditions (labour, materials) Attractiveness of support infrastructure Andhra Pradesh High Punjab High Orissa Moderate Chattisgarh Moderate West Bengal High

High

High

High

High

Moderate

Specific Government High Incentives Overall Attractiveness Source: KPMG Research High

High High

High Moderate

Moderate Moderate

Moderate Moderate

EL E C T RO N I C S
October 2007

Brief Case Studies of Successful MNCs LG Electronics

Established in 1997, LG Electronics India (LGEI) is a wholly-owned subsidiary of LG Electronics, South Korea. It is one of the leading companies in consumer electronics, home appliances and computer peripherals in India Key Success Factors Innovative marketing - LG was the first brand to enter cricket in a big way, by sponsoring the 1999 World Cup and followed it up in 2003 as well. Local and efficient manufacturing to reduce cost - To overcome high import duties, LG manufactures PC monitors and refrigerators in India at its manufacturing facility at Noida, Delhi. Commissioned contract manufacturing at Mohali, Kolkata and Bhopal for CTVs

EL E C T RO N I C S
October 2007

Brief Case Studies of Successful MNCs LG Electronics

Product localisation - Product localisation is a key strategy used by LG. It came out with Hindi and regional language menus on its TV. Regional distribution model - This has resulted in quicker rotation of stocks and better penetration into the B, C and D class markets. Leveraging Indias IT advantage - LG Electronics has awarded a contract to develop IT solutions to LG Soft India (LGSI). The project involves development and support for ERP, SCM, CRM and IT-enabled services for LG

EL E C T RO N I C S
October 2007

Brief Case Studies of Successful MNCs Phillips

Philips India has grown to over 4,500 employees in 2003 with a turnover of over US$ 333 million. Philips India is a leader in lighting, semiconductors, consumer electronics, medical systems, domestic appliances and personal care Key Success Factors Effective Localisation of Global products Recognising different cultural and lifestyle needs and customising products and technologies for the people who buy them. For example, when the audio equipment worldwide shifted to CD systems, Philips India developed a combined tape recorder and CD player since both media were prevalent in the country.

EL E C T RO N I C S
October 2007

Brief Case Studies of Successful MNCs Phillips

Global technology support - Brought latest technologies such as integrated wireless FM Radio sets, digital widescreen TVs, high-definition rear projection TVs with DVD, amongst several others to the Indian consumer. Tapping rural India - Has specially designed products specifically targeted at the semi-urban and rural consumer in India. For example, as power supply in rural India is erratic, Philips has customised its televisions to work on a voltage range of 90 volts to 270 volts Enhancing distribution - High penetration levels in the rural and semi urban areas

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October 2007

Key take-aways for potential investors

Indias Electronics sector presents several attractive options for growth Consumer electronics, Components and Computer Hardware are attractive segments offering both size and growth potential Contract Manufacturing is an emerging option, especially for exports out of India In terms of location, Andhra Pradesh and Punjab could be attractive options Addressing the Indian market would require: - The right technology and cost - Good understanding of local markets and product customisation to suit local needs - Distribution and reach

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October 2007

Appendix Profiles of key players

Philips Philips India Limited (PIL) is a leader in lighting, consumer electronics, semiconductors, domestic appliances and personal care with an unmatched range of products backed by superior design and technology. PIL also has an excellent distribution and after-sales service network. Philips has a plant each in Thane, Pune, Loni-Kalbhor, Mohali, Baroda and three plants in Kolkata.

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October 2007

Appendix Profiles of key players

Videocon International Ltd. In 1985, through a technical tie-up with Toshiba Corporation of Japan,Videocon International Limited launched Indias first world class Color Television. Today, Videocon International Ltd., the flagship company of the Videocon Group, is Indias leading manufacturer of Consumer electronic products. Videocon is now a global player, the first Indian company to win the prestigious CE approval for exporting its Color TV to Europe.Videocon is now entering world market with its operations in the Middle East, Europe, Indonesia and South Africa.

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October 2007

Appendix Profiles of key players

MIRC Electronics MIRC makes and markets the Onida brand of products. Today, apart from being a leading player in the CTV market, it also manufactures other household appliances including air-conditioners, washing machines, DVDs, plasma television and home theatre systems. For office use, Onida has also introduced state-of-the-art multi-media presentation products

EL E C T RO N I C S
October 2007

Appendix Profiles of key players

HCL Infosystems Ltd. HCL Infosystems manufactures and markets personal computers, PC servers and RISC/UNIX servers. It offers IT consulting, technology integration services, turnkey software development and functional consulting and implementation services for Enterprise Resource Planning. The company made a net profit of US$ 70 million with revenues of US$ 2628 million in 2005.

EL E C T RO N I C S
October 2007

Appendix Profiles of key players

Samsung Samsung India Electronics Ltd., a subsidiary of the US$56 billion Samsung Electronics Co. Ltd., has been operating in India since 1995. It is a leading provider of high tech consumer electronics, home appliance, IT and telecom products in the country. Samsung India has set up manufacturing facilities for color televisions, microwave ovens, washing machines, airconditioners, color monitors and more recently, refrigerators in the country. It has a plant in Noida. The revenue for 2005 was US$ 1086 million.

EL E C T RO N I C S
October 2007

Appendix Profiles of key players

Solectron Solectron Centum Electronics Limited is the leading Indian company offering state of art solutions for Frequency Control Products (FCP), Electronic Manufacturing Service (EMS) and Hybrid Micro Circuits (HMC). Solectron has a manufacturing unit and design center in Bangalore and a post manufacturing center in Mumbai. The EMS operation focuses primarily on the domestic market. For the year 2006 the revenue was US$ 19 million

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October 2007

DISCLAIMER
This presentation has been prepared jointly by the India Brand Equity Foundation (IBEF) and KPMG Advisory Services Private Limited (Author). All rights reserved. All copyright in this presentation and related works is owned by IBEF and the Author. The same may not be reproduced, wholly or in part in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this presentation), modified or in any manner communicated to any third party except with the written approval of IBEF. This presentation is for information purposes only. While due care has been taken during the compilation of this presentation to ensure that the information is accurate to the best of the Authors and IBEFs knowledge and belief, the content is not to be construed in any manner whatsoever as a substitute for professional advice. The Author and IBEF neither recommend or endorse any specific products or services that may have been mentioned in this presentation and nor do they assume any liability or responsibility for the outcome of decisions taken as a result of any reliance placed in this presentation. Neither the Author nor IBEF shall be liable for any direct or indirect damages that may arise due to any act or omission on the part of the user due to any reliance placed or guidance taken from any portion of this presentation.

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